Advertisement

Changing Relevance of Trust in Digital Worlds

  • Thomas OsburgEmail author
Chapter

Abstract

For some time now, the utopian vision for the Internet has—among all the positive aspects—also partially given way to a frightening reality, with mass government surveillance, mass collection of personal data, constant data breaches, burgeoning fake messages and rampant commercialism. And instead of creating a trust structure, the economic incentives of today’s Internet have created a system where privacy and profitability often contradict each other. We are no longer the users… we became the product! At the same time, trust seems to decrease wherever you look. Several studies have shown a continuing loss of trust between people and governments, NGOs, media and companies over the last few years. When consumers are asked about their expectations of the role of a CEO in any company, they often give top priority to ‘securing trust’ over all other factors, including the quality of products and services. The ongoing digital transformation is to some extent complicit in this implosion of trust, but as so often, technology is both the problem and the solution. This contribution will look at the complex concepts of trust, the current state of trust in general and what can be done to overcome this challenge in Digital Times.

References

  1. Accenture (ed) (2016) Building digital trust: the role of data ethics in the digital age. Accenture Labs Mountain View, CAGoogle Scholar
  2. Banavar G (2016) What it will take for US to trust AI. In: Harvard Business Review https://hbr.org/2016/11/what-it-will-take-for-us-to-trust-ai. Accessed 22 Mar 2019
  3. Barton R, Bender M, Marque F (2017) Trust in the digital age. Publication Accenture StrategyGoogle Scholar
  4. Botsman R (2017) Who can you trust? How technology brought us together—and why it could drive us apart. Milton KeynesGoogle Scholar
  5. Bruckner BK (2016) Organisationales Vertrauen initiieren. Determinanten des interorganisationalen Vertrauens von Beschäftigten in Großunternehmen. Springer, WiesbadenGoogle Scholar
  6. Chakravorti B, Bhalla A, Chaturvedi RS (2018) The 4 dimensions of digital trust, chartered across 42 countries. In: Harvard business review https://hbr.org/2018/02/the-4-dimensions-of-digital-trust-charted-across-42-countries. Accessed 22 Mar 2019
  7. Cochrane K (2018) To regain consumers’ trust marketers need transparent data practices. In: Harvard business review https://hbr.org/2018/06/to-regain-consumers-trust-marketers-need-transparent-data-practices. Accessed 22 Mar 2019
  8. Covey SMR (2009) Schnelligkeit durch Vertrauen: Die unterschätzte ökonomische Macht. Gabal, OffenbachGoogle Scholar
  9. De Croo A (2015) Why digital is key to sustainable growth. https://www.weforum.org/agenda/2015/03/why-digital-is-key-to-sustainable-growth/. Accessed 12 Oct 2016
  10. DIVSI (Deutsches Institut für Vertrauen und Sicherheit im Internet) (ed) (2017) Vertrauen in Kommunikation im digitalen Zeitalter. Projektbericht, HamburgGoogle Scholar
  11. Eccles R, di Piazza S (2003) Vertrauen durch Transparenz. Die Zukunft der Unternehmensberichterstattung. Wiley, WeinheimGoogle Scholar
  12. Edelman (ed) (2019) Edelman trust barometer 2019. Edelman Trust Barometer, New YorkGoogle Scholar
  13. Enkel E (2017) To get consumers to trust AI, show them its benefits. In: Harvard business review https://hbr.org/2017/04/to-get-consumers-to-trust-ai-show-them-its-benefits. Accessed 22 Mar 2019
  14. EU-Commission (ed) (2012) Social innovation http://ec.europa.eu/growth/industry/innovation/policy/social_en. Accessed 13 Jan 2019
  15. Forcepoint (ed) (2019) Cultivating trust to gain competitive advantage. In: HBR analytics series. https://hbr.org/resources/pdfs/comm/forcepoint/HBRASForcepoint3.8.19.pdf. Accessed 22 Mar 2019
  16. GfK Verein (ed) (2017) Global trust report 2017—eine Studie des GfK Vereins. NürnbergGoogle Scholar
  17. Giddens A (1991) The consequences of modernity. Stanford University Press, StanfordGoogle Scholar
  18. Guess A, Nyhan B, Reifler J (2018) All media trust is local? findings from the 2018 Poynter media trust survey. Poynter Institute, https://tinyurl.com/yc8sbtu5. Accessed 29 Jan 2019
  19. Initiative D21 (ed) (2019) D21 digital index 2018/2019. https://initiatived21.de/publikationen/d21-digital-index-2018-2019. Accessed 1 Mar 2019
  20. INSEAD (2012) What is “social innovation”. http://www.insead.edu/facultyresearch/centres/isic/home/about_us.cfm. Accessed 9 Dec 2012
  21. Lahmann H, Kreutzer T (2017) Vertrauen in digitale Kommunikation: Eine Bestandsaufnahme. Diskussionspapier im Projekt “Braucht Deutschland einen Digitalen Kodex?” Deutsches Institut für Vertrauen und Sicherheit im Internet (DIVSI). HamburgsGoogle Scholar
  22. Lewicki RJ, Bunker BB (1995) Trust in relationships: a model of development and decline. Working paper series, Columbus, OHGoogle Scholar
  23. Lindstrom M (2016) Small data: the tiny clues that uncover huge trends. St. Martin’s Press, New YorkGoogle Scholar
  24. Logg JM, Minson JA, Moore DA (2018) Do people trust algorithms more than companies realize? In: Harvard business review, https://hbr.org/2018/10/do-people-trust-algorithms-more-than-companies-realize. Accessed 22 Mar 2019
  25. Luhmann N (2014) Vertrauen, 5th edn. UVK Verlagsgesellschaft mbH, Konstanz und MünchenGoogle Scholar
  26. MacGregor SP, Fontrodona J (2008) Exploring the fit between CSR and innovation. In: IESE business school. Working paper No. 759, Sep 2008 issueGoogle Scholar
  27. Marr B (2018) Fake news and how artificial intelligence tools can help. In: Forbes magazine, https://www.forbes.com/sites/bernardmarr/2018/05/16/fake-news-and-how-artificial-intelligence-tools-can-help/#54cc6c98271d. Accessed 19 Dec 2018
  28. Mitchener B (2016) Trust deficit. Of trust, tough love and today’s European media. In: Communication Director, Issue 01/2016, pp. 80–83Google Scholar
  29. Osburg Th (2013) Social innovation to drive corporate responsibility. In: Osburg Th, Schmidpeter R (eds) Social innovation—solutions for a sustainable future, pp. 13–22. HeidelbergGoogle Scholar
  30. Osburg Th (2017)Sustainability in a digital world needs trust. In: Osburg Th, Lohrmann C (ed) (2017) Sustainability in a digital world, pp. 3–19. Springer, HeidelbergCrossRefGoogle Scholar
  31. Osterloh M, Weibel A (2006) Investition Vertrauen: Prozesse der Vertrauensentwicklung in Organisationen. SpringerGabler, WiesbadenGoogle Scholar
  32. Porter ME; Kramer MR (2011) Creating shared value. In: Harvard business review, Jan–Feb 2011 issueGoogle Scholar
  33. PwC (ed) (2017) Vertrauen in Medien. Study by PricewaterhouseCoopers, DüsseldorfGoogle Scholar
  34. Ropohl G (2010) Das Misstrauen in der Technikdebatte. In: Mahring M (ed) Vertrauen—zwischen sozialem Kitt und der Senkung von Transaktionskosten. KTI Scientific Publishing, Karlsruhe, pp 115–132Google Scholar
  35. Rosenbach M (2016) Mit dem Ich bezahlen. Der Spiegel, issue 11/2016, pp 82–83Google Scholar
  36. Shapiro DL, Sheppard BH, Cheraskin L (1992) Business on a handshake. Negot J 8(4):365–377CrossRefGoogle Scholar
  37. Stelzig M (2017) Warum wir vertrauen können: Das psychische Urprogramm des Menschen. Ecowin, Salzburg/MünchenGoogle Scholar
  38. Vollmer A, Clases C, Wehner T (2006) Vertrauen und kooperatives Handeln—Ein arbeits- und organisationspsychologischer Zugang. In: Götz K (ed) (2006) Vertrauen in Organisationen. Hampp, München, pp 169–184Google Scholar
  39. World Economic Forum (WEF) (2011) Personal data: the emergence of a new asset class. World Economic Forum, ColognyGoogle Scholar
  40. Zenger J, Folkman J (2019) The 3 elements of trust. In: Harvard business review, https://hbr.org/2019/02/the-3-elements-of-trust. Accessed 22 March 2019
  41. Zowislo N, Schulz J (2006) Vertrauen statt Transparenz. In: Bauer HH, Neumann MM, Schüle A (ed) Konsumentenvertrauen. Konzepte und Anwendungen für ein nachhaltiges Kundenbindungsmanagement, pp 27–38. Verlag Vahlen, MünchenGoogle Scholar

Copyright information

© Springer Nature Switzerland AG 2019

Authors and Affiliations

  1. 1.Hochschule FreseniusMunichGermany

Personalised recommendations