Wall Street will soon be evaluating companies by a new standard: How much the public trusts them.
That's according to Forrester research, which published a study on the topic Wednesday. Consumers will increasingly factor in trust when it comes to making purchasing decisions, and companies will need to show investors how well they perform relative to competitors, said Forrester analyst Fatemeh Khatibloo.
The societal shift to digital means that consumers have access to more information about brands than ever before, and they are acutely aware of just how much data companies collect about them. For those reasons, it has never been more important for companies to build trust with consumers in order to win their business, said Khatibloo.
"We saw a CEO lose his job over a security breach at Target, so I do think people will care more," she said.
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