48% of consumers doubt companies who claim that their data is protected

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 19, 2019, 11:49 AM UTC

To combat data protection activists, communicators must alert the C-suite, analyse stakeholders, conduct risk assessment and fight for transparency.

This article cites a Ketchum research stating that brands who compromise their customers’ privacy are risking their reputation with security shortfalls. As per the study, 48% of consumers didn’t believe companies when they said their “data is protected”.

89% of consumers believe there should be more data legislation surrounding data privacy. Further, consumers were more likely to trust companies within industries, such as healthcare providers (33%) and banks (32%), who have historically had more access to personal data.

Contrastingly, they were sceptical of “big tech” companies and startups. The study adds that 50% of “techruptors”, who use more tech products and services than the general population, feel worse about data privacy and data breaches, each.

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