Key Attribute

Strategic digital ethics brand management

Compelling Proposition

Expert guidance on how to establish digital ethics as a core brand value.

About Digital Ethics – establishing ‘Trusted Brand’ status

There is a dividend to be had from establishing digital ethics as a core brand value.
Customers in all sectors, not just tech, want organisations to take a stand on data security and privacy – seeing it as more important than either their diversity or sustainability efforts. If they want to be in tune with their customers, then organisations need to take action on digital ethics and to do so NOW. If they wait until after an incident, it will be too late. Unfortunately, many organisations are in denial or are unable to collaborate on digital ethics. There is limited realisation that digital ethics has now become both the top brand risk and also the top potential brand attribute for almost all organisations. Even where some realisation exists, it is frequently either not seen as a priority or there is a lack of effective collaboration between the key functional silos with a role to play here.

Options
  • Making digital ethics a brand value
  • Crisis management planning
  • Crisis scenario training and mock events
  • Crisis management execution

Digital Ethics Crisis Management

If you or your clients have a major data leak, outage or breach, and there’s hysteria and misinformation. Who are you gonna call?
There is a dividend to be had from establishing digital ethics as a core brand value.

Customers in all sectors, not just tech, want organisations to take a stand on data security and privacy – seeing it as more important than either their diversity or sustainability efforts. If they want to be in tune with their customers, then organisations need to take action on digital ethics and to do so NOW. If they wait until after an incident, it will be too late.

Organisational culture and preparation are the best defence in the event of a calamity.

Organisations that have a culture that supports business ethics and in particular digital ethics (including data privacy and security), and that are prepared for the worst, are not only less likely to experience a data breach, but are also better able to respond in the event of one.

Too many organisations are in denial or are unable to collaborate on digital ethics.

There is limited realisation that digital ethics has now become both the top brand risk and also the top potential brand attribute for almost all organisations. Even where some realisation exists, it is frequently either not seen as a priority or there is a lack of effective collaboration between the key functional silos with a role to play here.

In the past, most consumers simply trusted that technology would work and that companies would use their data responsibly. A series of high profile incidents has shaken this trust and it is going to take years to recover from this and to rebuild the level of trust.
For software and technology companies, the link between data privacy and corporate responsibility is relatively straightforward. For the very first time, industry analyst firm Gartner has named digital ethics and privacy as one of the top 10 strategic technology trends for 2019. The Gartner report says that, “any discussion on privacy must be grounded in the broader topic of digital ethics and the trust of your customers, constituents and employees. While privacy and security are foundational components in building trust, trust is actually more than just these components. Trust is the acceptance of the truth of a statement without evidence or investigation. Ultimately an organisation’s position on privacy must be driven by its broader position on ethics and trust. Shifting from privacy to ethics moves the conversation beyond, ‘are we compliant’ toward ‘are we doing the right thing’”.
Even in non-tech industries, however, privacy has become a major issue. 80% of UK consumers surveyed by FleishmanHillard Fishburn have stopped using the products and services of a company because the company’s response to an issue does not support their personal views.
The research report from FleishmanHillard Fishburn entitled 'The Dying Days of Spin' looked at the issues that were most important to consumers across all industries and sectors (not just tech). Many of the issues that it found to be of greatest concern, such as healthcare and education, were ones that consumers expected the government to act on. Interestingly, though, the main issues that consumers expected companies to act on are now security and privacy, surpassing things like diversity and sustainability that had previously topped this list.

Data Security

53%

Data Privacy

51%

Gender Pay Gap

45%

Unemployment

45%

Sexual Harassment

43%

Poverty

42%

Income and Wage Gap

42%

Tariffs / Price of Goods

41%

Fake News

39%

Climate Change

39%

Diversity

38%

Interested? Then get in touch!

We can help you establish digital ethics as a core brand value in order to gain ‘Trusted Brand’ status
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