Data privacy at forefront of consumer consciousness amid Covid outbreak

76% of global consumers believe that brands need to do more to protect their data privacy, according to research by Trūata.

The company’s report captures the views of 8,000 consumers across the UK, France, Brazil, South Korea and the USA.

62% globally stated they would feel more reassured and more likely to buy from a brand if it was officially certified according to a data privacy standard (for example, a Kitemark in the UK).

This rises to 63% in the UK, 64% in South Korea and jumps to 71% in Brazil, where the desire for regulatory action is felt most by consumers.

65% of global consumers are more willing to engage and shop with brands that tell them exactly what they will do with their data, and 60% agree that they would spend more money with a brand that they trust with their personal data.

Felix Marx, CEO at Trūata, says: “Accelerated digital transformation has led to heightened awareness around data privacy and driven new behaviours from privacy conscious consumers.”

“Our report signals the need for brands to attune themselves with the evolving privacy landscape and prioritise strategies that will appease the rising demands of consumers all over the world – without compromising on commercial growth.”

He adds: “The opportunity to gain a competitive advantage sits with intuitive leaders who step ahead with this consumer foresight.”

“There’s an emerging market for solutions that can assist with providing the privacy assurances consumers are demanding, and forward-thinking organisations are tapping into privacy-enhancing technologies (PETs) to gain ground at pace.”

Over the past 12 months, privacy has been thrust into the spotlight due to growing concerns over the expansion of digital footprints triggered by the Covid-19 restrictions and lockdowns that forced much of everyday life online.

64% of global consumers have increased their use of tech since the pandemic began, with 47% tapping apps and tech solutions that they wouldn’t have previously used due to data privacy concerns.

Additionally, 48% admit they have lost control over how much data is stored about them and 56% have expressed concerns over losing track of their digital selves entirely.

77% have already taken steps to reduce their digital footprint, including rejecting or disabling cookies on a website (38% globally) to unsubscribing from email lists (36% globally).

62% agree that in two years’ time their data privacy will be more important to them than it is now, and 74% are calling for stronger transparency around data governance, specifically from brands.