IEEE Consumer Electronics Magazine - March/April 2020 - 89

Theme Article: Special Section on Privacy and
Security by Design

Designing for Consumer
Trust in a Data-Powered
World

Cristina Onose
PwC Canada

Abstract-Contrary to traditional practice of viewing privacy as purely a risk mitigation
exercise, companies should consider using privacy as a strategic driver for improved
business success. Often data privacy is treated as a mere compliance obligation; a
"check-box" exercise to keep a company current with legal requirements. Yet real privacy
protection begins with product ideation: from concept to prototype, to testing and
deployment. Technologists and product design professionals have a critical role to play in
this process and it begins with a thorough understanding of consumer behaviors. What are
today's consumer attitudes about privacy and what are their expectations? This article
provides real insights into the privacy mindset of consumers and it addresses how regulators
are responding; and, it outlines a principles-based approach that organizations can use to
achieve both privacy assurance and product success.

& WE

living in the so-called fourth
industrial revolution. The data-powered world has
begun. Data has surpassed oil as the world's most
valuable resource and it is estimated that Internet
users generate about 2.5 quintillion bytes of data
each day. Data empowers our national and global
economy: it enables organizations to improve
decision making and drives innovation; it empowers companies to provide exciting products and
ARE NOW

Digital Object Identifier 10.1109/MCE.2019.2954561
Date of current version 7 February 2020.

March/April 2020

services and more seamless experiences to their
customers; and it creates opportunities for data
analytics to create socially beneficial activities.
As the opportunities to use data for growth
and competitive advantage increase, so do the
related risks. Massive data breaches are on the
rise, and companies are increasingly scrutinized
for the lack of transparency in how they collect,
use, share, and monetize personal data. Consumers are paying attention, and while many still
share lots of data, trust is being slowly eroded.
Just 25% of respondents believe most companies

Published by the IEEE Consumer Electronics Society

2162-2248 ß 2019 IEEE

89



IEEE Consumer Electronics Magazine - March/April 2020

Table of Contents for the Digital Edition of IEEE Consumer Electronics Magazine - March/April 2020

Contents
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