The Digital Age has made us followers, sometimes even hostages, of social networks and other wonders of the web and mobile world. But in recent years we have begun to explore the beginning of a new era, the Data Age. This new world is the result of our immersion in the digital world, where we have renounced our privacy and started sharing our data in exchange for likes, accesses, e-books and numerous forms and boxes of “I have read and accept"that were never actually read."

While the voluntary disclosure of various aspects of our lives is part of everyday life, on the other hand, after numerous incidents involving personal data, fraud, and the like, several regulatory measures have been established, such as the creation of data protection laws in various countries, including Brazil, starting with... LGPD.

The reality is that what began with regulatory laws now presents itself as much more than legal compliance and fear of... applicable fines For businesses. When we talk about privacy and data protection today, we are addressing economics, society, and technology. We are diving headfirst into what will be a global and digital behavioral shift, for businesses and society.

Based on the new laws, the population (read: Data SubjectsThey will have the tools and autonomy to demand transparency in the processing of their personal data by companies and governments, and thus defend what is recognized as their fundamental right.

This is so true that giants like Google, Nubank and himself Facebook (target of many scandals involving misuse of data) have recently taken action and updated their privacy policies, incorporating this new paradigm into their platforms.

But how do we make it clear to users, employees, and customers that this pillar is present in brands, processes, services, and public policies?

There is no magic answer, but there are numerous tools that can help companies be accountable not only to regulatory bodies, but also to their audience.

We found two biases in the market for solutions: those focused on privacy management (which will be used internally by company departments and their...) DPOsand those who contemplate Marketing and UX, which primarily work on data collection and focus on locations such as websites, news portals, and other channels with greater access and contact with their customers, readers, and leads in general.

Culture of Privacy

Based on the premise of transparency in the handling of personal data, clients, and employees, new services and products will be developed with this value embedded from the outset and with a lasting effect throughout their entire lifecycle.

By assimilating this culture, we can highlight this new way of operating, which is simultaneously about fulfilling expectations of brands, organizations, and governments, and an opportunity to establish trusting relationships with the entire value chain of each segment. In other words, in addition to complying with the norm, this value can be incorporated into the brand and made into an important competitive advantage.

Facilitating the experience for each type of audience when it comes to understanding and enabling, for example, the use of data collection and... Employee CookiesThis will certainly make it easier to obtain consent for such purposes. This is important not only to comply with the regulation, but also to continue collecting data securely and using it to gain the necessary insights into the relevance of what we do daily.

Thus, increasing the level of effectiveness of strategies and actions of Marketing, Advertising and Sales In general. Another example, which can (and should) be found on company websites, is that they can show their Policies privacy settings can be accessed through a banner or even a dedicated page, for example:

By adding these two solutions that we used as examples, your company would already be starting its compliance process and at the same time offering greater transparency about data collection to your website visitors, bringing your customers closer to your brand. These tools can even be used in a complementary way within an internal (and external) data management process.

A Privacy Tools It develops various solutions and modules that help and expedite the compliance process for companies with privacy and data protection laws. You can check them out. all solutions and still do a 5-day free trial the platform.