Brands act against the growing surveillance that consumers face
Trend - In an age where data privacy is increasingly top-of-mind, some brands are opting to promote or enhance privacy--whether that's through function or artistic statements. This shift comes as consumers' concern for who sees their data, and what purposes they use it for, continues to grow.
Insight - A general sense of mistrust for larger systems -- be it government entities or big corporations -- is growing in popularity among consumers. Young consumers, in particular, are questioning their own involvement in said systems as conversations in certain corners of the Internet subculture turn toward ethics and morality. Particularly with technology, younger consumers are living their entire lives online, and so the convenience of living a hyper-curated life no longer seems worth trading one's data -- and essentially, entire identity -- for.
Insight - A general sense of mistrust for larger systems -- be it government entities or big corporations -- is growing in popularity among consumers. Young consumers, in particular, are questioning their own involvement in said systems as conversations in certain corners of the Internet subculture turn toward ethics and morality. Particularly with technology, younger consumers are living their entire lives online, and so the convenience of living a hyper-curated life no longer seems worth trading one's data -- and essentially, entire identity -- for.
Workshop Question - How could your brand relieve consumer concerns with companies' overreaching surveillance?
Trend Themes
1. Privacy-focused Apps - Apps like Millijoin are addressing consumer concerns about data privacy by offering worry-free messaging services with no ad targeting or data capturing.
2. Surveillance Detecting Devices - Products like iProtect 1216 Bug Detector offer consumers counter surveillance tools to protect their privacy by detecting signals from potential spying equipment.
3. Digital Privacy-themed Fashion - Fashion brands like The Daily Paper are designing clothes inspired by vulnerability and the need for privacy in a time where digital privacy is being questioned by the public.
Industry Implications
1. Technology Industry - The technology industry can explore opportunities to create more privacy-focused products like chat apps and surveillance detecting devices.
2. Fashion Industry - The fashion industry can take inspiration from The Daily Paper's digital privacy-themed campaign and incorporate similar concepts into their own designs.
3. Social Media Industry - The social media industry can look to private photo-sharing services like Bokeh as a potential solution to concerns about data privacy and loss of control of personal information.
