Part of a great marketing strategy includes building trust with consumers, especially with influential groups like millennials. You might also call them Generation Y or digital natives, but whatever you call them, it applies anyone born between 1980 and the early 2000s. This group is usually top of the list for companies’ brand awareness efforts, but the biggest threat to your marketing strategy lies more in your approach to cybersecurity than how much money you spend on advertising.
Intercede, a company specializing in identity management and secure authentication technology, surveyed roughly 1,000 U.S .and 1,000 U.K. participants aged 16 to 35 about levels of digital trust. And the study found that millennials have suspicious attitudes and a general mistrust towards businesses. In a time where celebrities’ iCloud accounts are hacked and every few months there is another data breach, it makes sense for young people to have a general sense of uncertainty towards where their data goes and how it’s used.
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