Companies most trusted to guard against the misuse of personal data are those in the financial, law enforcement, and health sectors. Market research companies rank in the middle. Social media and media companies are the least trusted in this respect. US Level of Trust that Organizations/Professionals Protect and Appropriately Use Personal Data Net Trust Index Banks or other financial institutions 61% 20% 14% 5% +46 Your local police 51% 25% 19% 5% +33 The Health authorities 47% 31% 16% 6% +32 Retailers with loyalty card programs 36% 38% 22% 5% +14 Pharmaceutical companies 34% 32% 27% 8% +7 Online stores 33% 35% 27% 5% +6 Mobile phone operators 27% 33% 35% 5% -7 Companies that provide internet search engines such as Google and Bing 25% 35% 34% 6% -9 Market research companies 23% 35% 35% 7% -12 The government 28% 26% 40% 6% -12 Secret service organizations 22% 30% 39% 9% -17 Data analytics companies 20% 34% 38% 9% -18 Election and opinion polling companies 23% 30% 41% 6% -18 Media companies 14% 33% 48% 6% -34 Social media companies such as Facebook and Twitter 15% 26% 54% 4% -39 Trust Not sure Do Not Trust Don't Know Net Trust Index = % Trust – % Do Not Trust GRBN Global Trust Survey 2020 - US Report © 2020 GRBN 57