Data Privacy & Digital Identity:  How do Brazilians deal with these topics?

Understanding how concepts such as Data Privacy and Digital Identity are being perceived and coming to life in culture is a challenge that demands a very deep and sensitive methodological approach: we delve into cultural meanings through Semiotic, Socio-Historical Analysis and Desk Research; We spoke in depth with more than 30 people across the country in online groups, and we interviewed experts from different fields.

With this study, we managed to understand how these themes evolved in the culture in the last decades, what is their degree of maturity in the minds of Brazilians, the perceived risks and advantages and, mainly, the responsibilities and care that a company that works directly with this theme needs to have.

As a result, we arrive at clear strategic recommendations that set out how the company should position itself, present itself, act and talk about the issues. Especially because if you think that Brazilians feel comfortable sharing their personal data, you are off the mark! It is true that we are, more and more, giving up “privacy” to be part of a network society. However, the growing number of disseminators on the matters are collaborating for greater awareness among Brazilians: since the LGPD was enforced; the news and productions (films and series) published; and even the in-company training of employees has spread.

The study served as a foundational basis for thinking through the entire brand strategy and guided the communication team to develop the first campaign and B2C content platform: “Once upon a time privacy“.