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Uncover the findings from Emailage’s 2020 survey on consumer trust

Consumers trust neither companies nor each other, creating a new environment for trust and safety in the sharing economy. And 2020 has become the tipping point.

Consumers expect protection without friction

To combat declining consumer trust, brands need to stop fraudulent users by more accurately identifying who is trustworthy. Consumers agree, yet they expect brands to authenticate them and others without handing over personally identifiable information. In short – today’s sharing economy users want to use high-reputation, low-friction platforms. But meeting this expectation is not that simple.

Consumers are unwilling to help brands tackle this problem. They will not give more than two minutes of their time to the sign-up process and decline additional verification steps as they increase friction, which means sharing economy services face a difficult balancing act.

Digital identity is the answer

Rebuilding trust, enhancing lifetime value and tackling churn means it is essential to minimize risk at the point of user sign-up. Digital identity is the answer – and it starts with the email address.

Acting as a digital passport for users of a sharing economy service, putting the email address at the heart of digital identity introduces seamless, reliable authentication, helping brands adapt to today’s new environment for consumer trust and safety.