Drivers of change in 2019

This article is part of a series of articles on drivers of change in 2019. Read more.

As we near the end of a year that saw data protection rise to become something debated in boardrooms and bars alike, privacy is set to remain a hot topic – this time with strategic rather than compliance objectives.

Compliance satisfies the letter of the law. Nothing wrong with that, however, while businesses may be meeting the terms of the GDPR through consent requests and tick boxes, many still don’t understand the fundamental shift in consumer relationships the new privacy environment requires.

This ‘bigger picture’ means focusing on the key principles of contemporary privacy – accountability, empowerment, and trust. Data protection has quickly become a legal and technical problem that needs a compliance solution. Yet IT and legal are not the departments where consumer relationship and the brand communications are managed, it is in fact marketing which should take the lead.