In an era where everything from identity to commerce to healthcare is digital, data security is no longer just an IT concern. It is a brand issue.
Heart+Mind Strategies recently ran an Omnibus study of 1,000 U.S. consumers revealing that anxiety around data security runs deep and wide. While tech companies often focus their messaging on features like encryption, authentication, or data protection, consumers are focused on something else entirely: trust.
Trust Isn’t Optional in a Digital World
According to our research, 71% of consumers are concerned about banking apps. That’s expected. But their concern doesn’t stop there:
- 70% are just as concerned about shopping platforms
- 69% worry about social media apps
- 69% express concern about health portals
- 48% are concerned about children’s school records
This isn’t about isolated categories. It’s about digital life as a whole. Any brand that collects or stores personal data, whether financial, medical, or behavioral, is part of the trust equation. The companies behind these platforms are no longer just building secure systems. They are shaping emotional confidence in the digital world.
The 2024 Oh Behave! report, published by CybSafe in partnership with the National Cybersecurity Alliance, echoes this sentiment. It found that 90% of people believe apps and platforms are responsible for protecting their information. Trust is no longer a differentiator. It is a default expectation.
CASE STUDY: National Cybersecurity Alliance public awareness campaign
What People Fear and Why Messaging Matters
The emotional weight consumers carry around data privacy is striking:
- 82% fear their personal or financial information being stolen
- 80% worry about malware infections
- 79% are concerned about data being shared without consent
- 77% fear becoming victims of scams or impersonation
These are not abstract anxieties. They are deeply personal. People are thinking about medical data, family information, and identity theft. Yet many brands still default to technical language when talking about data security, missing the emotional cues that shape whether people feel safe, seen, or in control.
That disconnect creates doubt.
The Oh Behave! report found that 44% of people find online data security intimidating, and 46% find it frustrating. Brands that reduce complexity and communicate with empathy will not only build trust, but they will also create a stronger emotional connection with the people they serve.
When Action Isn’t Enough
Consumers are taking steps to stay safe online. Most use strong passwords (88%) and avoid suspicious emails (81%). But beyond those basics, their actions drop off:
- 72% use privacy settings
- 67% have researched how to protect themselves online
- Less than half use temporary email addresses when making purchases
This is not a sign of apathy. It is a signal that people are trying to protect themselves in a system that often leaves them confused and unsupported. They are unsure what works, who to trust, or whether their effort will actually make a difference.
This is where brands have a real opportunity. Data security is not just a feature to build. It is a feeling to create. When communication is vague or overly technical, trust erodes. But when brands lead with empathy, simplicity, and reassurance, they build confidence in the moments that matter.
The best data security story is one that makes people feel safe, not just protected.
What This Means for Tech Brand Leaders
Whether you are launching a consumer app, running a cross-channel platform, or maintaining a large ecosystem of digital experiences, trust needs to be embedded in more than just your data security protocols. It needs to show up in how you communicate and how people feel using your product.
1. Your data security story is your trust story
Don’t relegate it to your privacy policy. Make it visible, human, and central to your brand identity.
2. Simplify the experience
Consumers are already overwhelmed. Remove friction where you can. Make privacy settings easy to find. Use plain language. Give people control without asking them to become security experts.
3. Be a guide, not a guardian
The Oh Behave! report shows that many people overestimate their data security savvy while underestimating their exposure. Help them bridge that gap through education, transparency, and empathy.
Putting It Into Practice
Data security may begin in your infrastructure, but it ends with how people feel when they use your product. In a world where digital experiences are deeply personal, the brands that succeed will not just be the ones with the best protocols. They will be the ones that make users feel protected, respected, and understood.
Is your data security story earning the trust it should? Let’s find out together.
At Heart+Mind Strategies, we help brands uncover the insights that clarify how people think, feel, and act around digital trust. Whether you’re validating your messaging, refining onboarding, or identifying where users feel most vulnerable, we turn research into action, and action into confidence.
Survey Methodology: The survey consisted of 1,000 online interviews conducted April 1-11, 2025. Respondents for this survey were selected from among those who have volunteered to participate in online surveys and polls.
The data is gathered from of one of the largest online panels, which attempts to approximate a cross-section of the US population. To ensure representation of a wide variety of demographic groups we impose quotas by age, gender, and ethnicity based on US Census data for people aged 18 and older.
Source Note: Additional statistics cited from The Annual Cybersecurity Attitudes and Behaviors Report 2024–2025, published by CybSafe in partnership with the National Cybersecurity Alliance.