Privacy, the Internet of Things and Circles of Trust

Lena Roland

"Peoples' willingness to connect (with brands) is in jeopardy." That was the stark warning from Alex Jenkins, editor at Contagious I/O, the marketing consultancy, who was speaking at the Market Research Society's Connected World event, held in central London in July 2014.

High profile scandals such as Edward Snowden, the former National Security Agency (NSA) contractor, who famously leaked revelations about the American government's surveillance programme, have "pushed privacy rights into the public consciousness", Jenkins said.

Meanwhile, Symantec, the online security software company, reported a 62% increase in data breaches between 2012 and 2013. "The realisation that their personal data can be stolen or exploited is causing a shift in consumer attitudes and behaviour," Jenkins declared.

Privacy: a sensitive issue