Trend: Privacy reset
By blending the physical world with the virtual world, our physical and digital profiles also come together. Privacy is a big issue and needs redefinition.
Privacy means that personal data is known only by the individual the information is about. It also means that only the individual is able to decide who can access this information. This definition of privacy is hard to maintain because personal data is becoming more available to third parties. Because access to this data is easier, more information is collected. Assembling information is prompted by several aspects. One aspect is the feeling of uncertainty by marketers. Another aspect are the new demands of the consumer, where the use of more personal data is essential. But also ‘security’ is a reason for governments to collect more personal data from their citizens. The individuals themselves contribute to the trend ‘the naked truth’ as well. People share more personal information online with others. Privacy as we know it becomes extinct. Privacy will be redefined. Consumers will eventually ‘shop’ with their personal profiles.