Date Time Trust as a competitive tool to win over digital markets Competing on trust is an emerging feature for brands vying to provide unique value for customers but the professionalisation of trust is in its infancy, according to new QUT research. The Trusted Retail Innovation White Paper released by QUT’s Centre for Future Enterprise shows how retail innovations can be trusted-by-design and finds new ways explore trust options. Leading researcher and Centre Director Michael Rosemann said trust literacy in many organisations is low despite being data rich. “The increased appetite for private data, uncertainties in tech-intensive retail outlets and growing reliance on online shopping is driving the need for ‘trust-intensity’ in the retail sector,” Professor Rosemann said.