Research by PwC shows the most and least trusted industries in South Africa, and what drives trust for consumers.
Airlines and the hospitality industry are the most trusted by South African consumers, while utilities and social media are the least trusted.which builds on insights amassed over 15 years of consumer research by collecting the perspectives of more than 20,000 consumers across 31 countries and territories.
“This is quite understandable: in South Africa, airlines are perceived as operationally reliable, offering value for money, having strong safety records and providing a high level of service quality,” said PwC.that a failure to update regulatory procedures, systems being taken offline and lack of trained and experienced staff in the air traffic management sector have put South Africa at risk of being noncompliant with international air safety regulations.
At the opposite end of the trust spectrum, energy and utilities companies received the lowest trustworthiness score at 5.78 out of 10. PwC’s Global Digital Trust Insights Survey 2024 highlights that South African companies are particularly worried about the loss of customer data as a major consequence of potential cyberattacks.
“However, collecting and utilising data also brings risk that it could be misused or accessed by threat actors and as such, South Africans require the utmost trust from companies when handling personal information,” he added.
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