As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

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?

Using big data to tailor marketing messages to people’s interests and preferences is now a commonplace advertising practice – but not everyone is happy about it. Amid growing concerns about data privacy, many people are taking steps to limit their digital footprint.

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.

Apple’s 2022 update to its privacy policy is generating revenue loss for internet companies like Meta which rely on selling user data to advertisers for profit. With growing distrust in Big Tech, this change is a massive indicator of how people want their information to be used online.