This article from Trūata‘s CMO, Shallu Behar-Sheehan recently appeared in Marketing Tech.
Author: Shallu Behar-Sheehan
The COVID-19 pandemic has accelerated years of change in just eight months, particularly in the way companies across the globe conduct business. Specifically, it has driven an unprecedented number of people online, to shop and perform numerous transactions which they can no longer do in person – and companies and industries, including retail, have responded in turn.
Data privacy has never been a more important issue for consumers. The COVID-19 pandemic has thrust the topic into the spotlight, with constant questions over track and trace practices, and confusion about collecting and storing citizen data.
Respecting consumer privacy has become a trend epidemic with brands wanting to be at the forefront of illustrating transparency to gain consumer trust. You can read through any major news outlet and find stories about the evolving global privacy laws, and expert opinion on how and why we need to empower today’s consumer when it comes to their personal data. In today’s digital world, brands know more about a consumer through their digital appetite, without ever meeting them. But finding a way to make sense of and utilise this data is a big challenge for businesses.