Here’s why GDPR can drive the attitude shift that modern marketing needs

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If you listen to the buzz about the coming onset of the General Data Protection Regulation (GDPR), you might think you have to throw out all your brand’s tech and data and start over.

But recent chats with two privacy-conscious managers — Episerver General Counsel and Vice President Peter Yeung and TrustArc Senior Global Privacy Manager Darren Abernethy — suggest that, while GDPR compliance will require some changes at your company, perhaps even some big ones, the biggest change will be in attitude.

In fact, the change could be comparable to what happened with brands’ environmental consciousness over the last decade or two. That change is reflected in the likelihood that, when most brands build a new factory, develop a new product or create new packaging these days, they have green energy, energy conservation, efficient resource management, waste product management and similar environmental concerns at top of mind.

And they let their customers know about what good corporate citizens they are.

In a way, that sounds like the emerging attitude of many brands that have a major European Union presence, except for GDPR and consumer data.

“For every European company,” Yeung told me, “it’s top of mind.”

[Read the full article on MarTech Today.]


About The Author

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.


 

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