How Can Big Tech Manage Its Reputation Better? It’s a Matter of Trust

How Can Big Tech Manage Its Reputation Better? It’s a Matter of Trust.

June 2025

By Jingyi Lee, Senior Account Manager. Jingyi works at Sandpiper’s Singapore office and has extensive experience in technology and strategic communications.

Trust is important in any meaningful relationship, including the relationship brands have with their customers. In recent years Big Tech has been facing a growing trust deficit, amid high-profile data breaches, misinformation, and concerns about monopolistic behaviour – all of which have dented public confidence.

For Big Tech companies, building brand trust is both a moral imperative and a reputational necessity, especially as consumers become ever more conscious about how their data is collected, stored, and used. New technologies, such as Artificial Intelligence (AI), make reputation management even more critical. For instance, a survey from October 2024, shows that 9 out of 10 consumers today are concerned that AI will impact how companies keep customer data secure. In this context, tech industry leaders are now obliged to regard trust as a core aspect of their business.

Sandpiper’s Global Reputation Capital Index 2024 revealed a significant strategy-to-action gap when it comes to how leaders approach their reputation management. While 97% of business leaders globally believe having a good reputation is important for their organisation’s commercial success, less than half rate its reputation management performance as strong.

In today’s digital era, trust is the currency that will define success. The rapid growth of generative AI the past two years illustrates why it is crucial for Big Tech companies to continuously adapt and actively manage brand trust and their reputation, while maintaining transparency and ensuring responsible innovation. Fortunately, over 70% of global respondents in the Sandpiper Index indicated plans to increase investment in reputation management in the year ahead.

Rebuilding trust is a process

Building or rebuilding trust with customers can be a long-term journey. Below are some key steps that tech leaders can take to stay ahead of the curve.

1. Prioritise Transparency

One of the most effective ways to build and maintain trust is through proactive transparency. This means ensuring that privacy and security policies, along with data collection and sharing practices, are communicated clearly and consistently across all channels, without jargon. Customers should have clear knowledge of what data is being collected, how it is being utilised, and who it is being shared with.

Transparency becomes even more critical in the unfortunate event of a data breach or security incident.While acknowledging mistakes may feel risky, it is a clear path forward to restore confidence in the brand. The important thing is to act swiftly and communicate openly. By clearly explaining the issue and laying down immediate actions to resolve it and prevent future similar situations, companies are demonstrating accountability. A timely, honest response will go a long way in strengthening brand trust in the long run.

Active engagement with stakeholders – from policymakers to customers – is another way companies can build trust. This not only demonstrates authenticity, but also creates the opportunity to address concerns, clarify misconceptions, and build mutual understanding.

2. Engage in Open Dialogue

Through an open exchange, such as in public consultations, companies can reinforce the message that they value trust over profit. In addition, it shows that they value feedback and are willing to adapt to meet the needs and expectations of their stakeholders. This approach not only helps navigate challenges such as privacy concerns or data security issues but also strengthens the company’s reputation as a trustworthy, customer-first organisation. This fosters greater trust, while also building loyalty to the brand.

3. Giving back to the community

Research has shown that consumers increasingly favour brands that contribute to societal well-being. Giving back to the community and the environment is a powerful way for companies to gain trust and strengthen their reputation. Initiatives such as sustainable operations, broadening equitable access to technology, and grassroot community programmes signal that a company’s values align with its key audiences.

Trust in Action

Some Big Tech players are already taking noteworthy steps to build trust with its customers. Apple’s privacy-first messaging, exemplified by its App Tracking Transparency feature, has resonated well with users. Similarly, Microsoft’s AI for Good Lab showcases a commitment to ethical innovation and social impact. These examples highlight that trust is not just a risk mitigator but a competitive advantage for businesses today. Trust is not built overnight. For Big Tech, it is an ongoing journey that requires consistent efforts to showcase accountability and authenticity. By prioritising transparency, open dialogue, responsible innovation and sustainable practices, companies can transform public scepticism and mistrust into customer trust and valuable brand loyalty.

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