World Password Day is facing a transformation as more people would prefer if organisations adopted passkeys.

Nearly half of customers would trust a brand more if they adopted passkey technology, according to Thales’ 2025 Digital Trust Index.

While World Password Day is traditionally an occasion to promote secure password practices, Thales has long questioned if passwords are no longer fit for purpose, and if passkeys would suit the modern world’s security requirements better.

Thales’ doubts have been reinforced by the FIDO Alliance – an open industry alliance aiming to standardise and improve authentication methods – which has officially rebranded the day as World Passkey Day – a clear shift towards a passwordless future.

Passwords not only create security vulnerabilities but also frustrate users, Thales found.

According to the 2025 Thales Digital Trust Index, resetting passwords is one of the top causes of online frustration, with 31% of consumers saying it has made them lose patience online.

Password-related struggles don’t just impact consumers—they also disrupt workplaces. The study found that 55% of workers are frustrated every time they need to create a new password. These frustrations align with broader concerns about security, with 75% of people stating that having a passwordless login experience is important to them.

“Passwords have long been a weak link in digital security, forcing consumers and businesses into a frustrating cycle of password resets and potential breaches,” Simon McNally, cybersecurity expert at Thales, said.

“We welcome the FIDO Alliance’s commitment to World Passkey Day and its push for a passwordless future. Passkeys provide a seamless and secure authentication experience, eliminating the risks and frustrations associated with traditional passwords.

“Passkeys are automatically generated and securely stored, removing the burden of creating and managing complex passwords. They also enhance privacy by allowing authentication without sharing sensitive data, reducing the risk of breaches. As trust in digital security becomes more critical, businesses must prioritise passwordless solutions to protect users and build brand confidence.”

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So what would this passwordless future look like?

First off, a passkey is a new kind of digital key that aims to replace passwords entirely. Unlike a password, which is a secret phrase of code that a person remembers and types in, a passkey is a unique digital credential that is stored on a person’s device.

Passwords typically reply on something a person knows, which can be guessed or stolen, and in many cases, used for multiple logins.

On the other hand, passkeys involve something a person ‘has’ (a digital key or credential), and something you ‘are’ (a face ID or fingerprint). These are harder for hackers to steal, and are unique for each site, so even if one became compromised, other accounts wouldn’t be jeopardised.

Major companies such as Google, Apple, Amazon, Sony and Nintendo have already started supporting passkeys with their software and services