The 4 Dimensions of Digital Trust, Charted Across 42 Countries (2024)

Summary.

Ourdigital evolution and productive use of new technologies rests on how well we can builddigital trust.But is it possible to measure digital trust and compare it across countries? Are there countries where guaranteeing trust is a more urgent priority and will draw a larger share of trust-building resources and regulations? Measuring four dimensions – Behavior, Attitudes, Environment, and Experience – across 42 countries sheds new light on how users assign trust and provides a comprehensive framework for calibrating digital trust, facilitating cross-country comparisons, and benchmarking.Effectively building trust in a global digital marketplace requires a strategic choice of knowing where to play. You can’t put equivalent investments in every market.And as with everything else in our digital evolution, users’ expectations and interests will change quickly.

• Bhaskar Chakravorti is the Dean of Global Business at The Fletcher School at Tufts University and founding Executive Director of Fletcher’s Institute for Business in the Global Context. He is the author of The Slow Pace of Fast Change.

• Ajay Bhallais thePresident of Cyber & Intelligence (C&I)Solutions for Mastercard. He also sits on the company’s Management Committee and is a Senior Fellow at The Fletcher School’s Council on Emerging Market Enterprises.

• Ravi Shankar Chaturvedi is theDirector of Research, Doctoral Research Fellow for Innovation and Change, and a Lecturer in International Business at Fletcher’sInstitute for Business in the Global Contextat Tufts University.