Brands seek to thwart the big brother effect
Implications - As people increasingly rely on technology to function, brands are required to be vigilant in ensuring the protection of people’s personal and financial lives. Protective clothing that works to secure individuals’ privacy comes as a reactionary response to the vulnerability consumers feel in a world where mass surveillance and identity theft are key concerns.
Workshop Question - What steps is your brand taking to ensure consumer feel safe when purchasing your products or using your services?
Trend Themes
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Privacy-protective Clothing — As people become increasingly concerned with privacy protection, clothing incorporating protective measures begins to gain popularity.
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Anti-surveillance Accessories — With advances in surveillance technology, accessories designed to prevent detection by camera systems or other means are on the rise.
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Rfid-blocking Technology — As theft and identity fraud continue to be serious concerns, technologies that help prevent such criminal activity, such as RFID-blocking, become common features in everyday objects.
Industry Implications
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Fashion — Innovative clothing designs aimed at privacy protection turn into a fashion trend, with clothing manufactures looking to distinguish themselves through these new features.
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Security — As technology makes security easier, developers and manufacturers find new ways to protect consumers’ personal data and businesses identifying these needs are able to provide new products or services with value to consumers.
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Technology — As a need for privacy rises, so does the demand for technologies that can help prevent identity theft and surveillance becoming key features in products with greater consumer buying power.
