Brands have an opportunity to establish themselves as privacy protectors
Andrew Hawn writes: The latest data dump from WikiLeaks had many wondering if their TVs are watching them. The CIA’s ability to pry into everything from mobile operating systems to smart TVs and cars probably doesn’t come as much of a shock. However, it marks out privacy as another layer of worry for consumers, and an opportunity for brands.
Our US research shows that consumers of almost every age care a great deal about the information they share, but they don’t have a clear understanding of how companies secure that personal information.
[Source: Kantar Futures]
- 54% of consumers care a lot about the privacy of the information they share with companies
- 60% care a lot about the security of their information
- Only a little over 20% of consumers understand “a lot” about the security and privacy of the information that they share on the Internet with businesses.
The Wikileaks revelations give brands and businesses an opening to seize an under-served position in the market: data defenders. There’s a high bar to achieving trust, however. Most Americans believe brands will sell out consumers’ interests if they’re not likely to be caught.
[Source: Kantar Futures]
Brands should consider a potential role as a data guardian. These critical issues will shape the way consumers understand security going forward:
- Data collection is a privileged exchange in users’ eyes. There is equity on both sides, so brands need to show clearly the benefits of information sharing.
- Consumers now know there is no silver bullet of security—and there is never likely to be. Mitigating these issues by adhering to standards is an essential step, particularly in the Internet of Things space. Consumer Reports is even proposing a new measure in their reviews to push device makers to adhere to an open standard for security of IOT devices
- A personal privacy “margin call” is coming from consumers. Companies like Apple are making security and privacy a major part of their brand identity. Devices and apps that position themselves as privacy protectors will reap the benefits.
- As AI becomes the “new electricity,” data privacy and tools for control will be the new battlefield for brands, hackers and consumers. Having a thoughtful, strategic approach to AI is long overdue.
Andrew Hawn is a Vice President of Kantar Futures, specialising in media and technology. He is based in Los Angeles. A version of this post appeared on the Kantar US Insights blog. The image is from Death to Stock.