- Posted April 10, 2014 by
long beach, California
This iReport is part of an assignment:
Why in 2014, brands should protect and serve.
Brands looking for a focus for their technology innovation in 2014 should start by targeting threats to personal safety – in whatever form. Safety remains a core concern for many consumers: 70% in South & Central America agreed that the world is ‘increasingly hostile and uncertain’, versus 66% globally; including 83% in Argentina and 74% in Mexico (Futures Company, November 2012).
And while some of these threats are physical, the spectrum of risk will continue to broaden in 2014. One sign of the post-Snowden times: the proportion of Brazilians from the city of São Paulo who aren’t confident in the security of their personal data jumped from 49% to 72% between 2012 and 2013 (Fecomercio, August 2013).
And of course PROTECTIVE TECH solutions are symptomatic of a broader trend, too: that of consumers embracing digital and mobile technologies to help address troubling social issues (also see CIVICSUMERS).
So check out the examples below, and ask yourself: where do consumer interactions with your brand overlap with issues of personal safety, security, and risk? And how can you apply technology in novel ways to make consumers safer?