Branding Trends 2020: # 6 – Digital Privacy

The content you liked on social media, the latest Google searches, your location in real time and even the credit card transactions… For some time now, after a series of leak scandals, it was clear that information like this is not only being collected from our devices, but also being marketed with companies interested in using this data. The discovery, of course, worried a lot of people and turned on the yellow light for an issue that was little debated back then: digital privacy.

According to the Opinion Box survey, the fear of sharing information online – in applications, forms and social networks, for example – already affects 94% of Internet users, that is, the absolute majority. With this, the expectation is that privacy will also start to impact consumer behaviors, which makes the theme one of the main branding trends for 2020.

Transparency on the agenda of organizations

In addition to the developments of the recent cases of leaks, the General Data Protection Law (LGPD), which comes into force in 2020 in Brazil, will also be responsible for keeping the subject in focus throughout the year. This is because the regulation will control the way companies collect and deal with personal data, protecting, with much more rigidity, consumers’ right to digital privacy.

But, in addition to legal obligations, businesses will need to think (and act) with even more transparency when creating links with their audiences. After all, in a scenario like this, the customers’ preference is to connect with brands that position themselves honestly and more assertively in relation to data security. Ultimately, credibility is once again established as one of the main business assets.

Digital privacy and branding strategies

Communicating, efficiently, that the organization is concerned with the personal information of its consumers, employees and partners will be a huge advantage. And for technology companies, this will be a practically mandatory strategy. After all, it is in this sector that the demand will come with more intensity.

Apple is one of the brands that has already understood how important this agenda is and makes a point of reinforcing that privacy is a fundamental human right and all of its products are designed to give consumers full control over their information. At the end of the last year, for example, the company launched a campaign well aligned with this theme. Check out the video:

But it is as a brazilian-saying goes: “trust is not given, it is earned”. In other words, there is no point in trying to sell the image of a brand concerned with digital privacy, without this being supported by business practice. It never hurts to remember that, showing how data protection is taken seriously by the organization is more important than communicating it.

So, do you also think that this will be a relevant topic in 2020? Do you want to know other trends that will impact brands and consumers this year? Just access the link and download our free e-book “Trends for 2020”. Click here and check it out!