Researchers are getting closer to developing smart toilets that can track people’s health at home or be used by medical professionals to monitor specific patients. But with personal data a sensitive topic and non-negotiable for some consumers, the rise of adaptable tech is dividing opinion.

Mental health apps are more popular than ever, particularly following the telehealth boom of the pandemic and the increased focus companies have on employee mental health. As the shift continues, to build trust with audiences, people want to know their data is well protected.

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.

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?