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experience, reducing complexity is oſten one of the quickest ways to build confidence.
4. Taking cybersecurity seriously Security has become part of everyday buying conversations. Nearly four in ten respondents (39%) believe enhanced cybersecurity support has helped improve trust in technology vendors. Customers are placing more scrutiny on how vendors protect
devices, manage vulnerabilities and support secure working environments. While cybersecurity credentials may not always win a deal on their own, they increasingly influence confidence in long- term partnerships. For Brother, that means building security into products from the
outset rather than treating it as an optional extra. From firmware updates and device hardening to helping customers deploy securely within managed print environments, cybersecurity has become part of demonstrating long-term dependability.
5. Delivering predictable value Periods of economic uncertainty have made predictability increasingly valuable. More than a third (36%) of respondents highlighted stable pricing as one reason trust has increased. For channel partners, this reinforces an important point.
Customers aren’t simply looking for the lowest price; they’re looking for confidence that today’s investment won’t become tomorrow’s unexpected cost. Predictability helps customers plan with confidence and strengthens long-term relationships.
6. Supporting customers for the long term Trust is built across the entire lifecycle of a product. More than a third (34%) said full lifetime product support has helped improve trust in vendors. Customers increasingly judge suppliers by what happens aſter
deployment. Tey want reassurance that products will continue to receive updates, support and attention throughout their working life. Long-term support demonstrates commitment. It tells customers they’re entering a relationship rather than completing a transaction.
7. Turning sustainability from promises into tangible proof One of the more interesting findings from the Tech Trust Index is that sustainability sits behind operational fundamentals when customers think about trust. Tat shouldn’t be interpreted as sustainability becoming less important. Instead, it reflects changing expectations. Customers increasingly expect responsible environmental
practices as standard. Tey’re looking beyond broad commitments towards evidence that organisations are delivering meaningful outcomes. Whether through managed print services that reduce waste,
circular economy initiatives or remanufacturing programmes, sustainability has greatest impact when it is connected to measurable business benefits rather than presented in isolation. Purpose strengthens trust, but it works best when it reinforces products, services and support that customers already value.
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8. Demonstrating wider responsibility Alongside environmental initiatives, respondents also pointed to stronger governance and social responsibility as contributors to increasing trust. Better social governance (27%) and meaningful progress in reducing carbon and waste (25%) both featured among the reasons trust has grown. Again, this reflects a broader shift in customer expectations. Businesses increasingly expect suppliers to operate responsibly.
Tose commitments may not always be the deciding factor in winning business, but they help reinforce confidence that organisations are acting consistently with the values they communicate.
9. Continuing to improve after the sale Respondents to our study recognised ongoing improvements such as firmware updates that add value throughout a product’s lifetime. While this ranked lower than some of the more immediate trust
drivers, it highlights an important principle. Customers appreciate vendors that continue investing in products aſter purchase rather than treating delivery as the end of the relationship. Small improvements, delivered consistently, help reinforce confidence over time.
10. Making trust easier to earn Looking across all ten drivers, one theme stands out. Trust is increasing because technology vendors are becoming easier to do business with. Across our research, the strongest dimensions of trust were
dependability, ability and integrity. Customers value products that perform, support that responds when needed and organisations that communicate openly and deliver on their commitments. Tese may sound like fundamentals, but they’re exactly what
customers remember. The commercial value is significant. We found organisations
are willing to pay an average of 24% more for technology from brands they trust. Nearly nine in ten have paid a premium before, while channel partners told us trust often becomes the deciding factor when products are difficult to separate on specifications alone. In other words, trust isn’t simply a brand attribute. It’s
a commercial advantage. For partners, that presents a real opportunity. Every customer conversation is ultimately about reducing
uncertainty. The vendors that make buyers feel confident through dependable products, responsive support, transparent pricing and long-term commitment will continue to strengthen trust. That’s encouraging for our industry because it shows trust isn’t
built through slogans or marketing campaigns. At Brother, that’s always been the thinking behind our ‘At
your Side’ promise. Trust is earned every day through products that perform, support that shows up when it’s needed, honest conversations when challenges arise, and partnerships that are designed to last. Tat’s ultimately what customers, and the channel, remember. And those everyday experiences are becoming one of the strongest competitive advantages the channel has.
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