Smart consumers – pounded by the relentless onslaught of breaches affecting them directly (my household had new credit cards issued because of the Target and Home Depot breaches) – will eventually demand transparency from their vendors on their security protocols.
If that happens, smart vendors will ‘sell” their security profile as a benefit to their customers. ‘Do business with us. We’ll keep you safe.’
Boeing is arguably the dominant manufacturer of civilian aircraft in the world. But this was not always the case. Coming out of WWII, Douglas Aircraft dominated. Boeing’s very clever consumer targeted marketing campaigns helped make Boeing what it is today. (One of their campaign slogans was ‘If it ain’t Boeing, I ain’t going.’) Boeing’s customers were airlines, not consumers; but by selling to consumers Boeing created a reason for airlines to buy from them – the safety and comfort of their customers.
Fast forward to now, _______ (retailer name, fill in the blank) could re-establish its consumer trust with a security focused marketing campaign that has nothing to do with the products it sells and everything to do with understanding consumers want their vendors to prove they are focused on their digital safety.
Eventually, there will be a Security version of the UL (Underwriters Labs) or Good Housekeeping Seal of Approval. Consumer Reports might grade organizations on their Security protocols.
The Upside of Breach Fatigue.
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