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For B2C Marketing Professionals

The New Privacy: It's All About Context

Vision: The Customer Trust And Privacy Playbook

January 4, 2019

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This is the Vision report in The Customer Trust And Privacy Playbook For 2019.

Why Read This Report

"Privacy is dead" is a trope so often repeated that you might actually think it's true. But in the age of smartphones and sensors, privacy is actually essential for building trust. Context is key — businesses crave insight into the context in which consumers use their products, and consumers want businesses to deliver contextually relevant services. Contextual privacy enables companies to negotiate the collection and use of personal data to ensure a fair value exchange. This report explains contextual privacy, why B2C marketing pros must adopt it, and best practices. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy. We're updating it now with current legal and regulatory information and new Consumer Technographics® data.

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Table of Contents

  • Privacy Isn't Dead, Though We Understand Why You Might Think It Is
  • Two Reasons You Must Do Privacy Better
  • Privacy's Future Is About Context And Value
  • The Tenets Of Contextual Privacy: Transparency, Choice, And Caution
  • What It Means

  • The Privacy Wars Have Broad Implications
  • Supplemental Material
  • Related Research Documents

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