In the age of contact-tracing apps and high-profile data breaches, most people say they’re concerned about data privacy – but their actions don’t always align with their beliefs. Canvas8 spoke to Dr. Kirk Plangger to find out why people have such divergent attitudes to data privacy.

Google has launched a feature that gives people more control over what personal information appears in search results. As stories about data misuse and privacy breaches abound, people are looking for brands to give them more agency around sensitive and identifiable online information.

Having grown up with data breaches and a seemingly ever-decreasing lack of online privacy, Gen Zers have cynical attitudes towards the data privacy communications offered by companies. In turn, there is pressure on brands to keep up with the growing demand for digital transparency.

The arrival of GDPR in 2018 should have helped Britons feel more sure of their digital privacy, but the complexity of the law, coupled with the shocks of Brexit and COVID-19, means that many remain confused about how their online info is managed. How can brands help put people’s minds at ease?