Build trust in a post-privacy era

This article provides five brand principles for success in a "post-privacy era", arguing that a new competitive battleground is emerging for brands that can balance the effective use of data with the need to behave ethically, respect privacy and sustain positive consumer relationships.

Build trust in a post-privacy era

Neil DawsonSapientNitro

Brands are built on trust, and the misuse or abuse of personal data has the potential to destroy that trust. So how can brands balance the effective use of data with the need to behave ethically, respect privacy and sustain a positive relationship with consumers?

This article is from the 50th anniversary issue of Admap, which looks ahead to the future of brand communications.All Admap articles are available exclusively on Warc.

The debate around personal data and privacy is accelerating as fast as brands and government agencies are...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands