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For B2C Marketing Professionals

The New Privacy: It's All About Context

Vision: The Customer Trust And Privacy Playbook

February 26, 2021

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This is the Vision report in The Customer Trust And Privacy Playbook For 2021.

Why Read This Report

In the age of internet-connected devices, with cameras everywhere and sensors in our most private spaces, privacy is essential for earning and maintaining consumer 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 revised this edition to factor in updated 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
  • Recommendations

  • Five Steps Can Bring You Closer To Contextual Privacy Today
  • What It Means

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

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