Since 2022, we’ve been working with the Gambling Commission to better understand how gambling works in today’s digital world. A key focus is trust: how it’s built, where it breaks down, and how it affects real behaviour.

What we’ve found doesn’t only apply to gambling. The patterns we’ve uncovered, especially around how people react to protection tools, are relevant to many other sectors, from social media to energy and healthcare.

The trust paradox

One of the clearest insights is what we call the “trust paradox”. People often say they don’t trust gambling companies, but they keep gambling anyway. It’s not because they feel safe. It’s because trust doesn’t always drive behaviour, especially once someone is already engaged.

We see the same thing elsewhere:

• On social media, people are worried about privacy but keep using the platforms.
• In utilities, customers may feel pricing is unfair or unclear, but a significant proportion don’t switch providers.
• In healthcare, people can be sceptical of brands but still rely on their products.

So, what keeps people engaged? Often, it’s the presence of visible protection tools, ranging from deposit limits, data control toggles, spend caps or QR codes on packaging, that offer a sense of control or care. These tools don’t necessarily change immediate behaviour, but they help people feel safer and more respected which matters.

Designing confidence into everyday choices

What if we helped people feel confident and in control and didn’t just cover the basics?  Imagine:

• An annual gambling statement, like a bank summary, showing your gambling over the year, what you spent, what you won, when you played most and how that compares to others like you.
• A social media platform that clearly shows how your data is used and lets you change settings more easily.
• A utility provider that gives real-time usage updates and personalised tips to cut bills.
• A pharma brand that supports patients with clear, simple information and tools that put their needs first.
• A retailer that, after a major cyber attack, openly shares what went wrong, how they’re fixing it and turns crisis into connection, in fact like M&S managed to do.

These are the kinds of features that can help build trust over time, even in sectors where confidence is low.

The solution

At the core of this is a need to think differently about people, not just as users or customers, but as individuals with complex lives, motivations and pressures. In a fast-paced world shaped by always-on digital ecosystems, it’s unrealistic to expect people to manage every risk themselves.

That’s where organisations have a role to play: doing the heavy lifting when it comes to protection, and creating tools that genuinely support and empower. Brands that help people navigate this complexity safely and on their own terms won’t just meet expectations, they’ll stand out.

Want to know more? Get in touch with us today to discuss all things customer insight and consumer protection.