Aware of hidden agendas, people no longer believe in the possibility of absolute truth or complete transparency from institutions, public figures, and individuals. Yet they are still drawn to honesty, integrity, and – at times – even vulnerability, which they expect from peers and brands alike.

Ring, Amazon’s smart doorbell, has sparked criticism for spying on the neighbors. As Americans search out products that make them feel more secure, brands would be wise to take into account concerns around the use of personal data, not just of the owner, but of those around them.

Once an app to help people find their lost iPhone, Apple’s Find My has developed into a way for people to communicate by sharing their geo-locations with friends and family. To be convinced to give up their privacy, people are expecting brands to offer a greater sense of connectivity and safety.

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.

With trust in big tech dwindling, people are looking for services that protect them from external surveillance. And as governments crack down on protest, new forms of digital democracy are emerging. Fully encrypted messaging app Signal is winning trust by giving back power to users.