From headlines about smart doorbells like Amazon Ring sharing more content than users first thought, to confusing user agreements on apps like TikTok, privacy chatter is everywhere right now.
Debates around privacy aren’t new. Just think about when in the late 1990s Sun Microsystems’ newly instated CEO Scott McNealy told a group of analysts and reporters, “You have zero privacy anyway. Get over it.”
The push and pull is part of technological innovation.
Those closely monitoring public tolerance to Big Tech will see that when it comes to surveillance, users are starting to push back.
The shift in sentiment is hard to pin on one factor, but the directive is clear for businesses: get ahead of the narrative before distrust leaks into your consumer base.
Changing Notions of Privacy
In the case of traditional technology businesses, users have always been asked to just trust that their details were safe. As long as an organisation followed data processing laws (like GDPR), the organisation may have felt it had done enough to keep both regulators and consumers happy.
But an ongoing mass of data leaks and a growing uncertainty about where data ends up once it has been shared is causing users to doubt whether existing protections are sufficient. They can’t count on businesses to protect their data as they once did.
Users want to understand more about how much of their data is exposed to third-party sources regularly, and what this means for protecting what matters most. The current system has created a blurred link between business compliance with privacy regulations and consumer trust. Many are ticking regulatory boxes concerning user data, while the user is growing more suspicious on every occasion data is handled unknowingly.
The default model of data management no longer works in this era of uncertainty. Not only does it require high levels of data exposure, but also too much assumed trust from users.
Solidifying Consumer Trust
Web3, defined as anything part of a decentralized internet built on blockchain technology, has the potential to redefine how Web2 think about privacy today. In Web3, privacy doesn’t mean giving access to a third party and trusting them to keep all data hidden from anyone else. In many cases, it means the opposite, as transparency is at the core of many blockchains.
With all transactions, for example, out in the open, any user has the power to check the validity of any transaction. Web3 takes the power away from central resources and puts it back into the hands of users. This way of thinking has its own flaws and drawbacks, but it has also led to the community being open to exploring different kinds of privacy technology.
This leads me to programmable disclosure, made possible by zero-knowledge (ZK) technology, a technology gaining traction in Web3. ZK allows users to prove something about themselves, like their identity, without revealing the underlying data. For example, instead of sharing a date of birth, they can prove they meet an age requirement without exposing the exact information.
Programmable disclosure is my way of articulating how users and businesses alike can start thinking about this new definition of privacy. Instead of forcing people to choose between transparency and secrecy, programmable disclosure allows them to use cryptography to reveal only what’s necessary for a given interaction – nothing more, nothing less.
Beyond the Consumer: Compliance without Compromise
In traditional markets, programmable disclosure can help limit the data exposure that is eroding trust. By adopting privacy-preserving approaches—even just in interactions between businesses—organizations can reduce how much sensitive data is shared with external parties. At the same time, they can signal to customers that they’re proactively protecting data by adopting more advanced technologies ahead of the market.
This can also go beyond simply satisfying the consumer’s demand for stronger privacy when it comes to their data being shared and accessible. By implementing programmable disclosure methods, businesses could also protect themselves from a compliance perspective.
For example, GDPR is an important piece of legislation that can give businesses a headache if it goes wrong. Using zero-knowledge technology means that an organisation can hold less customer data in the first place. Programmable disclosure focuses on only collecting what is truly required to complete an action, so businesses can ensure lower breach risk, and clearer structures for accountability while staying compliant.
More importantly, and in the interest of regaining dwindling customer trust, introducing ZK allow businesses to send a clear, actionable message to the modern consumer – we only want access to the data we need. Nothing more.
Traditional Systems At An Inflection Point
Let’s be clear – privacy is becoming an ever-apparent narrative, with both regulators and users wanting enterprises to manage customer data ethically and with reason.
However, the industry continues to spiral and respond reactively to privacy breaches, rather than proactively implementing structured, smarter frameworks from the outset. As every new scandal, leak, and regulatory crackdown on poor data management shows – businesses must learn not to treat privacy as a legal checkbox, but rather as an integral design principle to foster customer loyalty.
The shift now is toward minimizing data exposure and rethinking ownership as user-centric. The companies that fail to make this shift won’t just fall behind. They’ll lose entirely.
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This article was produced as part of TechRadar Pro Perspectives, our channel to feature the best and brightest minds in the technology industry today.
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