How to be more Cook and less Zuckerberg: five ways to build trust through global e-commerce

A recent privacy survey in the U.S found that Apple ranks among the world’s most trusted technology companies. That’s good news for CEO Tim Cook, especially since brand trust has helped propel Apple to become the first ever publicly-owned American company to reach $1trn market capitalisation.
On the flip-side, 56% of the survey respondents judged Facebook to be the least trustworthy. This lack of brand trust has slowed user growth and recently resulted in Facebook shares taking a 19%