These dynamics provide the breeding ground for brands to leverage proactive privacy approaches as a competitive advantage via values-based marketing campaigns. Brands like Apple have dedicated ads to their privacy practices across platforms, from TV to YouTube. One of Apple’s YouTube videos received almost 30 million views, reflecting the efforts and investments that companies have made to assuage privacy concerns.
Furthermore, on their site, the consumer electronics retailer has a user-friendly privacy hub with a breakdown of the privacy features on their devices, plus a table of contents including the ability to manage privacy preferences. As these campaigns continue to roll out, brands with a paucity of privacy messaging will fall further behind and risk losing consumer trust and the data capture opportunities that come with it.