In several important ways, the SolarWinds hack is unique: few companies have the same level of software dominance at the highest levels of government and industry or merit the kind of targeting from a state sponsored APT group.

In a broader sense, they’re facing a similar reality that many other companies find themselves in following a bad breach: scrambling to determine the full scope of their security failures while facing increased costs from insurers, heightened scrutiny from government regulators and a loss of trust from their customers and other stakeholders.

We know breaches can devastate a business financially and taint their brand in the eyes of the public, but a survey of 1,000 Americans from cybersecurity firm Varonis earlier this year sheds additional light on how the public perceives a company following a data breach. That perception can depend on a number of factors, including what they sell. Retail stores and hotels where IT is one component of an otherwise largely brick and mortar product or service suffered the least, with 42 percent and 20 percent of respondents respectively saying they were likely to shop at those businesses again even after they were breached. Companies that tend to rely more on digital or software-based services were judged more harshly, with banks (17 percent), social media sites (14 percent) and rideshare services (7 percent) seeing substantially lower rates of repeat business after potentially exposing customer data.

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