Category
Tech
Delegated Interfaces
Trend cluster
Category
Surveillance
Focus
Brands act against the growing surveillance that consumers face.
3.3
Trend score
Trend
What is the Surveillance Focus trend?
Surveillance Focus: In an age where data privacy is increasingly top-of-mind, some brands are opting to promote or enhance privacy--whether that's through function or artistic statements. This shift comes as consumers' concern for who sees their data, and what purposes they use it for, continues to grow.
Insight
The consumer insight behind the Surveillance Focus trend
A general sense of mistrust for larger systems -- be it government entities or big corporations -- is growing in popularity among consumers. Young consumers, in particular, are questioning their own involvement in said systems as conversations in certain corners of the Internet subculture turn toward ethics and morality. Particularly with technology, younger consumers are living their entire lives online, and so the convenience of living a hyper-curated life no longer seems worth trading one's data -- and essentially, entire identity -- for.
Trend themes
Themes within the Surveillance Focus trend
Three behaviours holding the trend together01
Privacy-focused apps
Apps like Millijoin are addressing consumer concerns about data privacy by offering worry-free messaging services with no ad targeting or data capturing.
02
Surveillance detecting devices
Products like iProtect 1216 Bug Detector offer consumers counter surveillance tools to protect their privacy by detecting signals from potential spying equipment.
03
Digital privacy-themed fashion
Fashion brands like The Daily Paper are designing clothes inspired by vulnerability and the need for privacy in a time where digital privacy is being questioned by the public.
Industry implications
What the Surveillance Focus trend means for industry
Where the trend changes the playbookFor
Technology industry
The technology industry can explore opportunities to create more privacy-focused products like chat apps and surveillance detecting devices.
For
Fashion industry
The fashion industry can take inspiration from The Daily Paper's digital privacy-themed campaign and incorporate similar concepts into their own designs.
For
Social media industry
The social media industry can look to private photo-sharing services like Bokeh as a potential solution to concerns about data privacy and loss of control of personal information.
Workshop question
How could your brand relieve consumer concerns with companies' overreaching surveillance?
Trend signals
Trend signals for Surveillance Focus
Trend score 3.3 out of 10, from popularity 46%, activity 44%, freshness 8%.
Popularity46%
Activity44%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Surveillance Focus trend
4 featured examples from Feb 10 to Mar 6, 2019CategoryTech
Surveillance-Detecting Devices
The iProtect 1216 Bug Detector Prevents Privacy Breaches
Disruptive innovation opportunity: Innovate bug detection and privacy protection solutions for individuals, businesses, and government agencies to address the increasing need for…
CategoryTech
Data Privacy Chat Apps
The 'Millijoin' Messenger App Doesn't Have Ad Targeting or Data Capturing
The 'Millijoin' app disrupts the messaging industry by offering a privacy-focused alternative to other chat apps.
CategoryFashion
Digital Privacy-Themed Fashion
The Daily Paper Spring/Summer 2019 Campaign Highlight Vulnerability
The fashion industry can embrace the trend of digital privacy-themed fashion by incorporating innovative designs that prioritize personal data protection in their collections.
CategoryTech
Private Photo-Sharing Services
'Bokeh' Lets Users Avoid Social Media Sharing
Bokeh is an alternative solution to traditional social media photo-sharing platforms that prioritizes user privacy.
