Can the latest Equifax apology regain public trust?

The credit bureau’s acting CEO offered free lifetime credit monitoring after previous PR misfires. Will the mea culpa and this initiative calm angry consumers?

Now that former CEO Richard Smith has stepped aside, interim CEO Paulino de Rego Barros Jr. would like a clean slate. Previous apologies for exposing millions of consumers’ data to hackers have been risible and ineffective.

The new CEO is trying to apologize again—this time putting his company’s money where his mouth is.

NPR reported:

“On behalf of Equifax, I want to express my sincere and total apology,” Barros wrote in an op-ed for The Wall Street Journal.

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