The industry faces the challenge of not only securing IoT services end to end, but also generating trust in that security. According to research quoted by Thales Group, 90% of consumers lacked confidence in IoT device security, and a 2019 survey carried out by the Internet Society revealed that 63% of consumers found connected devices “creepy”. Thus, the industry is grappling with the question of how to change the public perception of the connected device, and prove not only their worth, but their trustworthiness. What more can be done to convince the public of the security protocols and technology embedded in these devices? How can we, as an industry, keep large data breaches and privacy attacks from happening and further eroding customer trust?