Transparency Matters

I have been a passionate data privacy advocate for years with a firm belief that it is not only a moral obligation for companies to be transparent on how they will use an individual's data, but also a fiduciary responsibility. I have also always believed and advised companies that you should not collect personal data without a clear need and plan for how the data will be used to improve the experience for the consumer.  I love that the topic is now being raised and taking center stage in the media and in D.C.

While we all sit and watch Facebook take a sacrificial beating, we should collectively remind ourselves that the U.S. is considered to be a laggard to the rest of the world in the area of consumer data collection transparency. This is not just a Facebook issue. The overly casual handling of consumer data is rampant and needs to stop. Don't get me wrong, I believe that appropriate data should still be collected, however, it should be done with thoughtful stewardship and transparency. 

This is not another post on the need for GDPR compliance (but if you haven't gotten educated on it, you better hurry). Instead, I wanted to write a few thoughts on why transparency is so important for building Brand trust.

When I did an informal poll with friends and asked them "What is the first company that you think of when you think of companies committed to data protection?" The answer nearly every time is Apple. Apple has built a brand around the value of transparency and protection. If you are not sure how to approach communicating your own company’s values around privacy, take a shortcut and just go here: https://www.apple.com/privacy/. This is the gold standard on how to address the topic. If you are asking the question "how do I create a personalized experience for my shoppers while keeping data anonymous", then go to this page: https://www.apple.com/privacy/approach-to-privacy/ and read how Apple answers this. Apple has made trust a brand value and privacy a brand promise. 

The companies who practice sloppy data collection and handling in their drive towards targeted digital marketing may soon be in for massive disruption and will lose to the companies who build trust with brand practices of transparency and consent. Customers will willingly provide even more detailed information to the brands they trust and will be much more engaged and responsive to the brands they feel will protect their information and respect their choices on how their data is used.

 What company do you all think of first when thinking of companies committed to data protection?