# Surveillance Focus Brands act against the growing surveillance that consumers face. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Mar 27, 2019 | Category: [Tech](https://www.trendhunter.com/pro/category/technology-trends-and-gadgets) Source: Trend Hunter, https://www.trendhunter.com/protrends/surveillance-focus ## Key Figures - Trend score: 3.3/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Feb 10 to Mar 6, 2019 - Published: Mar 27, 2019 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [Artificial Intelligence](https://www.trendhunter.com/megatrend/artificial-intelligence), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Surveillance Focus trend ### 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. ### 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. ### 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. ## What the Surveillance Focus trend means for industry ### For 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 for Surveillance Focus Trend score 3.3 out of 10, from popularity 46%, activity 44%, freshness 8%. - Popularity: 46% - Activity: 44% - Freshness: 8% ## Examples of the Surveillance Focus trend 4 featured examples from Feb 10 to Mar 6, 2019. - [Surveillance-Detecting Devices](https://www.trendhunter.com/trends/bug-detector): The iProtect 1216 Bug Detector Prevents Privacy Breaches (Category: Tech) Implication: Disruptive innovation opportunity: Innovate bug detection and privacy protection solutions for individuals, businesses, and government agencies to address the increasing need for… - [Data Privacy Chat Apps](https://www.trendhunter.com/trends/millijoin-messenger-app): The 'Millijoin' Messenger App Doesn't Have Ad Targeting or Data Capturing (Category: Tech) Implication: The 'Millijoin' app disrupts the messaging industry by offering a privacy-focused alternative to other chat apps. - [Digital Privacy-Themed Fashion](https://www.trendhunter.com/trends/daily-paper-spring): The Daily Paper Spring/Summer 2019 Campaign Highlight Vulnerability (Category: Fashion) Implication: The fashion industry can embrace the trend of digital privacy-themed fashion by incorporating innovative designs that prioritize personal data protection in their collections. - [Private Photo-Sharing Services](https://www.trendhunter.com/trends/bokeh): 'Bokeh' Lets Users Avoid Social Media Sharing (Category: Tech) Implication: Bokeh is an alternative solution to traditional social media photo-sharing platforms that prioritizes user privacy. ## Recent trend clusters - [Delegated Interfaces](https://www.trendhunter.com/protrends/delegated-interfaces) (Tech) - [Adaptive Controls](https://www.trendhunter.com/protrends/adaptive-controls) (Tech) - [Desk Systems](https://www.trendhunter.com/protrends/desk-systems) (Tech) - [Spatial Refinement](https://www.trendhunter.com/protrends/spatial-refinement) (Tech) ## Trending in Tech - [Decor-Led Home Projectors](https://www.trendhunter.com/trends/decor-led-home-projectors) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) - [Dual-Wavelength Recovery Wearables](https://www.trendhunter.com/trends/joint-therapy) - [Pop-Culture WiFi Routers](https://www.trendhunter.com/trends/pop-culture-wifi-routers) All articles: [Tech](https://www.trendhunter.com/tech)