How can Brands restore user trust?
Along with privacy and identity, trust is probably one of the most contentious and debated words especially in relation to data and the digital economy. The purpose of this thought piece is to present a concept; which presents itself when the user has access to their own data. An assumption, ahead of thinking about trust propositions, relates to data portability/ mobility. The concept behind data portability as part of a regulatory frameworks such as GDPR and PSD2, relates to the user being given the right to ask for their data back from the company that has collected it. As an idea it is seen as controversial as data control/ ownership is seen by brands as a key strategic requirement to remain relevant, to offer personalisation and keep control of the customer. This concept argues ( in alignment with WEF report ) that giving the data back to consumers actually creates a far bigger opportunity for growth, competition, market entry, openness and enables brands to differentiate mo