Cybersecurity deserves the attention it has come to command, yet it’s not the be-all, end-all, when it comes to what ultimately matters most for companies: building and preserving trust with existing and prospective customers. Still, security practitioners have a major part to play in this overarching priority of advancing digital trust at their organizations.

Let’s take a step back: digital trust, as defined by ISACA, is “the confidence in the integrity of the relationships, interactions and transactions among suppliers/providers and customers/consumers within an associated digital ecosystem.” In our modern business landscape, digital trust has become essential for enterprises to survive. It is what often guides consumers’ choices to buy from certain, well-known companies that they trust over various alternatives, even if the purchase costs a little more or might not be as convenient. If customers don’t trust you, they’ll find somebody else to provide what they’re looking for.