November 16, 2022

Total trust vs zero trust cyber security

Many enterprises are speeding up their digital transformation, which also increases the risk of cyber attacks and data breaches. Businesses need to change the way they approach cyber security. Many currently choose to use a zero trust model, however, a total trust system can offer significant advantages in cyber security.

Organisations that adopt this approach will focus on creating total trust. In the digital environment, this is crucial for all parties involved, including customers and employees. Your staff members should be able to access and interact on the network without any concerns rather than viewing it with skepticism. It is vital in order for companies to prioritise data protection and safeguard their digital information.

Zero trust vs total trust

What exactly distinguishes a zero trust approach to cyber security from a total trust one? The basis of zero trust models is constant validation and authentication. Users must authenticate themselves using two-factor or multi-factor authentication before engaging in any digital transactional interaction.

It is designed to protect digital environments by constantly verifying network users. An organisation's cyber security is improved with strong authentication. It has the benefit of preventing data theft and business intelligence tampering by malicious users.

On the other hand, total trust models suggest that businesses should foster an environment where all stakeholders have complete faith in the digital system. This can be accomplished by implementing multi-factor authentication in accordance with the zero trust framework, among other effective cyber security tools and protocols. It’s a simple re-framing of the approach to cyber security.

Establishing total trust in your brand

User participation is a feature of many disruptive business models. A key aspect of this kind of cloud-based approach is establishing trust in the platform. Two such examples are Airbnb and Uber, where the companies provide the digital infrastructure, connecting customers to a specific service or product.

With Uber, it’s not just the rider that must trust the service - drivers also need a safe and reliable platform. Both parties must be confident that any financial transactions will be performed quickly and securely and that their personal information is secure.

The building of trust within the community is one of the key tenets of this type of business. Airbnb operates as a transaction facilitator between hosts and travellers. The app has been able to build a solid reputation and user trust by providing a rating review system and host protection insurance.

In the digital world, profiles and user reviews are often used in various business types. If users believe their comments or personal data will fall into the wrong hands, they won't be as willing to share it. Similarly, e-commerce sites need to build full trust among consumers. Both buyers and sellers want to be sure that the website will handle financial transactions properly, process payments, grant refunds and guarantee prompt delivery of the product or service.

Total trust for consumers

Trust and authenticity is extremely important to consumers. They choose brands with which they identify and have an affinity towards. Given the need for brands to be transparent and authentic, many are turning to user-generated content. Social media campaigns and reviews, as well as other types of consumer-employee generated content, all contribute to brand trust.

Embedding a consumer’s Instagram post onto a website has become a tool used by businesses to provide proof that backs their brand. Existing customers' experiences may encourage prospective customers to trust the brand more. Increased sales and client retention may result from this. With it comes the responsibility to properly represent their consumers and ensure that there is full trust.

Customers are placed at the centre of the business model by building this trust in the brand. Businesses can respond faster by leveraging emerging technology and transformative business models. They can also respond to customer demands more quickly thanks to business insights. It ensures that there is a strong correlation between what the customers want and what they actually get.

Total trust for B2B partnerships

The total trust approach also applies to business-to-business (B2B) partnerships. In essence, businesses need to protect their own networks first, putting on their own proverbial mask before helping others with theirs. A service- and customer-first approach is necessary for delivering partner value and harnessing innovation. This enables businesses to maximise loyalty while delivering extra value.

In today's economy, a trusted company with a robust digital ecosystem is well-positioned. Knowing that your customers and clients can trust your digital platforms is essential considering the prevalence of cyber security risks.

Zero trust and total trust are essentially two sides of the same coin. Businesses must build a robust cyber security system using tools such as advanced encryption, DDoS protection, and email protection.

Cloud-based VPNs provide high levels of cyber security by enabling users to connect securely from any place and on any device. By building this foundation, companies can develop an environment of total trust. For more information or to get a quote for our cyber security solutions, email us at or leave us a message.

SEACOM owns Africa’s largest network of information and communications technology (ICT) infrastructure, including fibre optic networks and subsea cables. We offer a wide range of industry-leading scalable ICT solutions for large companies that operate throughout the region.

SEACOM is privately owned - making it adaptable to the needs of the client. We are the preferred ICT and internet connectivity supplier for African enterprises. We can guarantee fast, reliable and secure internet and networking services at affordable prices.

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