You just could not miss it at CES 2019. As the monorail snaked its way north towards the Las Vegas Convention Center, there it was. The Apple advertisement, “What happens on your iPhone stays on your iPhone”. A lot has already been written about this advertisement – how clever and cheeky it was, how it was a not-so-subtle dig at Amazon, Google and Facebook (among others), its factual veracity.
But at the heart of Apple’s advertisement at CES is the issue of privacy. It is not just about what the big tech players are doing — or not doing — about privacy; it is also essential to remember and recognize how people feel about technology, its impact and how this is changing. Because understanding this shifting landscape is going to be critical for future success for tech (and indeed non-tech) brands. Even in this AI- VR- AR- 5G – next gen — world, there is still a fundamental truth – marketers need to develop what consumers want. You can have the best technology in the world, but if the consumer does not embrace it or see the value, you are not going to have commercial success.
We are now at an inflection point in terms of how consumers are thinking about technology. When we look back, we believe that 2018 will have marked the start of a fundamental re-assessment on the impact of technology in our lives. Certainly, there were many high-profile events that happened last year that put this under a spotlight — from GDPR (General Data Protection Regulation) going into effect to Mark Zuckerberg’s testimony before Congress to numerous high-profile data breaches that affected millions of people. It is against this backdrop where we see the beginnings of attitudes shifting.
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