Trust in the digital age: How transparency and accountability build consumer confidence

Shelley Polansky, President & CEO, BBB Serving Northern Colorado and Wyoming

February 2026

oday’s marketplace is increasingly digital. Consumers research businesses online, compare reviews, browse websites, and often make purchasing decisions long before they ever speak with a representative or walk through a front door. In this environment, trust is no longer built solely through face-to-face interactions — it’s shaped by what customers see, read, and experience online.

For businesses, this shift presents both an opportunity and a responsibility. Transparency and accountability in digital spaces have become essential to earning and maintaining consumer confidence.

Digital first impressions matter

A business’s online presence is often its first impression. Accurate information, clear messaging, and honest advertising help set expectations and establish credibility from the start. Consumers want to know who they are doing business with, what they can expect, and how a company will respond if something goes wrong.

Outdated contact information, vague claims, or inconsistent messaging can quickly erode trust. On the other hand, clear pricing, straightforward policies, and accessible communication channels signal professionalism and integrity.

The power of reviews and responsiveness

Online reviews play a significant role in shaping consumer trust. While no business can control every review, how a business responds says a great deal about its values. Thoughtful, professional responses — especially to negative feedback — demonstrate accountability and a willingness to engage constructively.

Acknowledging concerns, offering solutions, and communicating respectfully can turn a challenging situation into an opportunity to reinforce trust. Consumers are often less concerned about perfection and more interested in how a business handles issues when they arise.

Accountability builds credibility

Mistakes happen in every business. What sets trustworthy businesses apart is how they respond. Taking ownership, correcting errors, and learning from feedback builds confidence over time. Transparency during difficult moments shows consumers that a business stands behind its promises — even when it’s uncomfortable.

This commitment to accountability aligns closely with BBB’s Standards for Trust, which emphasize honesty, responsiveness, and safeguarding consumer interests in all interactions, including digital ones.

Empowering informed decisions

Trust in the digital age is also about empowering consumers with the information they need to make informed choices. Businesses that prioritize clarity and openness help create a healthier marketplace where confidence replaces uncertainty.

When businesses view transparency as a competitive advantage rather than a risk, everyone benefits. Consumers feel more secure, relationships grow stronger, and trust becomes a shared responsibility.

Building trust one click at a time

Trust is not built overnight — and it doesn’t end with a transaction. In a digital-first world, every interaction, response, and update contributes to a business’s reputation.

By committing to transparency, engaging openly with feedback, and holding themselves accountable online, businesses can strengthen trust one click at a time. These efforts help ensure that trust remains at the heart of the marketplace — today and well into the future.

A commitment to trust starts here

At BBB, we believe trust is built through consistent actions — both offline and online. Whether you are a consumer researching a company or a business striving to demonstrate integrity, BBB provides tools and resources to support informed decisions and ethical practices.

We encourage businesses to review the BBB Standards for Trust, ensure their digital presence reflects transparency and accuracy, and engage openly with customer feedback. Consumers can visit BBB.org to research businesses, read reviews, and find guidance for navigating today’s digital marketplace with confidence.

Together, we can continue building a marketplace where trust is not assumed — it is earned.