US consumers are becoming more introduced to the importance of data privacy. With the introduction of US legislation such as California Consumer Privacy Act (CCPA) in 2018 and California Privacy Rights Act (CPRA) in January 2023, businesses need to change and be more transparent about how they collect and use user data.
Data privacy is no longer a luxury but an essential part of any brands operations. As companies continue to rely on data collection for marketing and other purposes, it is important that they adhere to ethical practices when gathering information from customers.
In this article, we’ll explore why consumer data privacy matters and what can be done to protect US consumers’ rights when it comes to their personal information.
Why consumer data privacy matters to US consumers
Data privacy is important because it lets US consumers decide who can see information about their private life and activities. It also helps keep information they don’t want shared with other people safe.
Data privacy laws can help protect people from identity theft and other cyber crimes by ensuring that companies only collect the information they need to provide their services. Companies must also obtain permission from customers before collecting their data and use it for specific purposes.
Data privacy helps to protect people’s rights to free speech, freedom of expression, and access to information online. It ensures that companies can’t censor or manipulate public opinion by controlling what is seen or heard online.
Finally, data privacy laws can help create a level playing field between businesses and consumers. Without these laws in place, companies may have an unfair advantage when using customer data for marketing purposes or influencing consumer decisions. Data privacy laws help keep competition fair and ultimately benefit consumers by keeping prices low and services high quality.
“Most consumers feel that organizations aren’t currently doing enough to keep their data safe. More than four-fifths of consumers worry about how their data is used, and just 5% have no major concerns about how organizations use their data,” VentureBeat.
What can businesses do to protect US consumers’ data rights
Ensure that all personal data is stored securely
Businesses can keep personal data safe by using special safeguards. These safeguards help keep the data away from people who are not allowed to see it. They also make sure that the data is used only for what it is supposed to be used for.
Businesses must also make sure that they are following the data protection laws in their country. This means that they need to be aware of what information they can collect, who they can share it with, and how long they can keep it for. They should ensure that everyone in their company knows about the rules and understands why these are important.
Clearly disclose how personal data is used
Businesses should disclose how personal data is used, stored and shared to ensure that customers are fully aware of the potential risks associated with their data. By not disclosing this information, brands put their customers at risk of having their data accessed or misused without their knowledge.
Disclosures should also provide customers with clear information about how businesses will protect their data and who will have access to it. This can help customers make informed decisions about who they share their data with and provide them with the assurance that their data is secure. Additionally, businesses should explain their privacy policies in plain language to ensure that customers understand how their data is being used and what rights they have over it.
Follow up on customer feedback regarding the use of personal data
Businesses should follow up on customer feedback regarding the use of personal data because it is a key factor in establishing trust and loyalty with customers. Following up on customer feedback allows businesses to understand their customers’ concerns and take measures to address any issues they may have. This can involve anything from improving privacy policies and protocols, to introducing new security measures to protect customer data.
Following up on customer feedback can also help a business keep its customers informed of any changes or updates to their data use policies and procedures, ensuring that they remain transparent in the process. Ultimately, following up on customer feedback enables businesses to foster relationships with their customers through trust and loyalty, which is essential for achieving success in today’s increasingly digital world.
Review and update data privacy policies
Businesses should review and update their data privacy policies on a regular basis in order to remain compliant with ever-evolving privacy regulations, as well as to ensure that customer needs are being met.
As such, companies must stay informed of any changes in applicable laws and regulations, including those related to the European Union’s General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA).
By regularly reviewing their policies, businesses can adjust their data privacy practices in order to protect customer information while still meeting their obligations.
Want to learn more about the importance of data protection in America?
At Cassie, we are passionate advocates for data security, recognizing the critical importance of protecting sensitive information in our increasingly digital world. With a deep understanding of the potential risks and threats associated with data breaches, Cassie is committed to staying ahead of the curve and advocating for stronger protections and more effective safeguards.
To better understand the state of data security in America and to gain insight into public perceptions and attitudes on the topic, Cassie recently commissioned an independent research piece. By gathering valuable data and insights from various sources, Cassie hopes to help raise awareness about the importance of data security and encourage more proactive steps to protect our personal information.
Data myths and misconceptions research report
Read our data myths and misconceptions research report to understand why US consumers are wary about the security of their online data and what companies can do to win customer trust.
