The news: Online scams and internet crimes cost Americans a record $16.6 billion in 2024, per Pew Research, potentially reshaping trust in digital platforms.

Almost three-quarters (73%) of US adults have experienced some type of online scam, ranging from phishing attempts and online shopping scams to credit card fraud. Most adults report getting weekly scam phone calls (68%), emails (63%), or text messages (61%) that attempt to collect their personal information.

Sixty-eight percent of US adults have lost at least $100 to an online scam, according to NordVPN.

The risk: The growing prevalence of online scams could erode consumer trust in online communications, especially from new or unfamiliar brands.

• 71% of Americans say they know how to avoid online scams, per Pew, suggesting many may default to skepticism to protect themselves.
• 68% think AI will make online scams more common, not less. This could signal consumers are distrustful of advanced tools meant to protect them, even when deployed by familiar brands.

Why it matters: Cybersecurity is now a marketing issue, not just an IT concern.

• Inconsistent or spammy brand messaging could raise a red flag for consumers, while transparent and humanized communication could become a competitive edge.
• Brands that actively educate, reassure, and protect consumers—especially on vulnerable channels like email and SMS—will earn trust and loyalty.

Bad actors also leave consumers wary of trying new companies and items: 36% say they purchased an item online that never arrived or was counterfeit and not refunded.

The big takeaway: To attract new customers and assuage scam-related hesitations, brands need to be proactive about trust in every digital touchpoint.

This means taking action across both communication and design, including:

• Standardize all outgoing messaging with consistent sender names, tone, and branding across platforms to establish a recognizable brand voice.
• Highlight security cues like secure checkout, real-time fraud detection, or data protection labels at key points such as email sign-ups and checkout screens.
• Avoid aggressive language (e.g., “act now!”) or unfamiliar messaging formats that may inadvertently mimic scams.
• Give users control over where and how you contact them, and stick to those preferences.